embedUR: Turning Customers Need into Reality

Date:   Wednesday , February 05, 2014

Around $159.2 billion were spent by 20 companies in various verticals for their R&D in 2012-13 and that of the top five investing firms accounts to $61.9 billion. This emphasizes the critical role that R&D plays in the innovation process. It is essentially an investment in technology and future capabilities which is transformed into new products, process and services. However, there are certain risks involved in R&D that includes no engineers, feature creep, knowledge silos, no lab time, complexity and absurd dates among others. This leads the projects to miss release date, miss cost targets and features dropped. According to a survey by UBM titled \'UDM Market Survey\' for the industry average for project performance, around 58 percent of the project missed their release date, 27 percent missed cost targets and 16 percent had to compromise on some features.

Telecom and Data Networking and Infrastructure equipment vendors Companies have started their voyage to hit schedules, integrate new technology or tools, managing complexities, building higher quality development process, deal with lower power, security concerns and others and embedUR systems solutions are the oar in their hand to sail through this crunch. This California-based company helps cut risk and hit targets through new products like software design and development and hardware design, development and bring-up; enhancements to optimize performance and add new functionality; sustaining to MTTR reduction goals, SLAs on verified and fixed product defecta; and SQA & Test through test plan development, and pre-certification testing. embedUR takes complete responsibility of getting things done in the right direction. Along with that it also develops embedded systems products for network and telecom companies and has developed a reputation for delivering on-time, every time by taking complete product and project ownership for its clients. The accumulated 200+ years of experienced team of design engineers, project managers, architects and lead engineers turn this story into reality. It helps customers get to market faster and increase product margins by accelerating development with its embedded software expertise in wireless, switching, access and mobile.

Taking Complete Ownership

Rajesh C. Subramaniam, CEO & Founder, embedUR systems explains, \"We augment our clients headache of project and product by taking complete ownership of it and create a differentiated value by keeping product and project ownership. We bring in the expertise and acumen as the biggest value proposition and act as true collaborators for successful product delivery\". The company has helped all its customers at different points of time, in different technology areas. Over the last eight years, it has carved its niche in the wireless, access, switching and mobile sectors.

Since its inception in 2004, embedUR has undertaken over 75 major wireless projects for many of the leading companies in the enterprise WLAN market, developing everything from access point to CAPWAP protocol stacks and 30 DOCSIS related projects (products and features). It has successfully deployed software upgrade for a client who is a leader in cable modems and other telecom equipment. The client had a successful residential telephony modem that provided connections for two analog phones over cable. It was widely deployed across markets in Asia. However, as the mobile revolution unfolded, one of the company\'s primary service provider partners needed to address growing demand for better local cellular coverage in subscriber homes and apartments and prevent attrition of landline subscribers currently using the dual-line telephony modem. embedUR utilized the Unsolicited Grant Services features of DOCSIS 2.0 to upgrade only the software, leverage unused RJ45 port, support external Femtocell and add five concurrent SIP calls. This creative software upgrade provided the client a highly economical way to extend the life of its widely deployed telephony modem and enabled a new feature that could be leveraged across related cable modem products in its portfolio. And for the service provider, it gave them a fast and easy way to protect recurring revenues and deliver a compelling value-added service to their installed base.

With such uniquely crafted solutions for each distinctive client, embedUR has a history of very high percentage customer retention. embedUR\'s clients include Cisco, Arris, Sumitomo, SpiderCloud Wireless, Symmetricom, Steris and many more. \"Our reputation of on-time, on-budget delivery is well established with a respected portfolio of major clients. Our team brings decades of experience to the table, having cut their teeth on complex development projects for many of the biggest names in the industry,\" explains Rajesh.
Rajesh believes that the true measure of the value of any business leader is his ability to lead the team successfully. To build such an incredible class of engineers, Rajesh used his experiences that he gained from his previous organizations. His past experiences in big MNCs and startups makes him stand out of the cult. He also has worked as an independent consultant for several telecom and networking companies. These experiences led him to observe the growing market for embedded-systems and this paved the way to his first venture. He did not want his company to be yet another services company and hence he decided to start a product engineering services company that augments the clients\' products rather than their people, augment their R&D rather than their engineers and also provide virtual R&D for some clients. Together with his colleagues from his previous company, Rajesh founded embedUR systems in 2004. Currently, the company specializes in the bottom of the stack porting all types of Real Time OSs to multi-core CPUs and optimizing drivers, along with control and data plane to deliver solutions that are fast, functional, easy to maintain and adaptable to the future. Under the leadership of this charismatic man, embedUR manages 20-30 projects, products every year and has successfully achieved an average year over year growth of 35 percent from 2005 through 2012.

The Cornerstones

To deliver the highest levels of performance to its customers, it is necessary to promote a culture that fosters respect for individuals as well as their professional growth. embedUR was born from the vision of a group of engineering professionals with a singular focus: to deliver the superior skills and services necessary for quality product development in the embedded systems market. With commitment to total quality in its DNA, embedUR provides continuous improvement through training to its employees, preservation of customer\'s intellectual property, goal-driven performance management, dignity and respect for customers and staff, a stimulating work environment and highest professional ethics.

Today, embedUR works with top wireless and telecom companies and companies that are a part of Fortune 500. It has built immense credibility and a strong relationship with its clients; so much that when they talk about next generation technology and ideas, embedUR is always the preferred choice of theirs. Currently serving the North American market, embedUR foresees huge opportunity in the BRIC countries (Brazil, Russia, India and China) as these countries are huge players in terms of using a soft IP strategy as wireless is still growing here. A unique combination of features and cost is a very over-riding factor for these countries. While for few countries, technology advances are necessary, the case is vice-versa in the BRIC countries who prefer volume over technology advancements. They are more inclined towards reaching out to a vast number of people, thus not worried about the feature rich aspects of technology but more interested in providing them the best pocket fit. embedUR is working towards fixing this cost profile and customizing products and product engineering services for these geographies.

With its innovative technology ideas, embedUR helps its customers create very small foot print, low cost wireless solutions that can penetrate these markets as they are the emerging wireless hotspots of the world.\"We have to grow each day where we can help them augment those products and take them to market with this strong relationships and provide products which they can consume and buy from us and deploy in their respective markets,\" adds Rajesh.

embedUR is narrowly focused on serving the $100 million category where the biggest embedded players of the industry are focused on the $2 billion market and are working towards providing them the most technically advanced equipment. Rajesh is eventually taking embedUR from just being a product engineering services firm to augmenting products for its customers and helping them in the field to provide best services to their clients. It is slowly transitioning its revenue to core product streams while still continuing to provide services and fulfilling their commitment \'Imagine it. Done\'.